Pocketbook Power: How to Reach the Hearts and Minds of Today's Most Coveted Consumers - Softcover

Kanner, Bernice

Softcover

ISBN 10: 007146218X ISBN 13: 9780071462181

Publisher: McGraw-Hill, 2005

Synopsis

"The serpent in the Garden of Eden knew it first. Marketers caught on centuries later. Women are the ones to reach."--Bernice Kanner

• Women control 88 percent of all purchases
• Women handle 75 percent of family finances
• 43 percent of those with assets over $500,000 are women
• One out of every 11 women in America owns a business

Women influence two-thirds of the 3 trillion dollars spent in the United States each year

Pocketbook Power reveals how female spending power has radically transformed the face of advertising and marketing over the past several decades, combining demographic and statistical information with eye-opening "tales from the trenches." Industry sector by industry sector, Kanner describes successful approaches that have been used to reach the lucrative female buyer--as well as the tactics to avoid.

Complete with expert advice on branding, subliminal advertising, and future trends, Pocketbook Power is a must-read for advertising and marketing professionals who are determined to reach the hearts, minds--and ultimately, the wallets--of today's most coveted consumers.

About this title

About the Author:

Bernice Kanner is a marketing expert with Bloomberg L.P., a columnist for ScreamingMedia, and a regular contributor to Oxygen.com. She has appeared as a marketing expert on "CBS Morning News," ABC, and ESPN, and from 1981 through 1994 she wrote the award-winning "On Madison Avenue" column appearing in New York Magazine.

About this edition

• Publisher: McGraw-Hill
• Publication date: 2005
• ISBN 10: 007146218X
• ISBN 13: 9780071462181
• Binding: Paperback
• Edition number: 1
• Number of pages: 288